A Bollywood film by acclaimed director/producer Shoojit Sircar, Pink is a dramatic thriller with a social conscience.
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Unconventional in it’s plot and without a roster of big budget names, we were tasked with creating the visual identity and promotional content for the film.
Amitabh Bachchan is one of India’s most legendary actors. In Pink he plays a pivotal role, that of a seemingly eccentric lawyer Deepak Sehgal. At the launch of the trailer, it is still unclear to the audience what role he will play, or whose side he’s on.
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Seen here, he looms large over the girls (Kirti Kulhari as Falak Ali, Taapsee Pannu as Minal Arora and Andrea Tariang as Andrea) in the courtroom, who seem to be challenging societal conventions as they take to the stand still dressed up in their party clothes.
Based on the popular game format of ‘2 lies and 1 truth’, individual posters were created for the 4 main characters of the film, paired with 3 statements about them.
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Viewers were encouraged to identify the truths from the lies, based on their opinions of the characters during the second leg of promotions. These posters were to be shared on social media and digital platforms, leading up to the release of the film.
The portrait style used here further highlights the various facets of the characters that are still unknown to the audience.
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​With each character posing in a way that further adds to the doubts of the audience, it remains unclear as to who in fact is the guilty party.
This is an experience that mirrors the confusion experienced by viewers of the film.
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These portraits were shot by the acclaimed photographer, Suresh Natrajan and conceptualised and art directed by me.
When Amitabh Bachchan talks, the people of India listen. In light of the film’s theme, we created a piece titled ‘Amitabh’s open letter’, one that was addressed to his grand-daughters.
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Reminding them that they are valuable members of society, a society that needs to desperately change their attitude towards women, his letter struck a chord with fans all over the world and generated headlines acknowledging his beliefs.
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In doing so, we managed to get the masses talking about the central theme of the film - women empowerment.
